"Decathlon can become a world leader"


“Decathlon has a social role, that of ensuring that everyone can have access to the benefits of sport. This mission can be ours all over the world”, explains Barbara Martin Coppola, general manager of the brand. Vincent Boisot for Le Figaro

DECRYPTION – The general manager of the sports brand is banking on international expansion to overtake Adidas and Nike.

Like athletes that Decathlon is supporting for the next Olympic Gamesthe sports equipment brand is not satisfied with third place on the world podium, behind Nike (44 billion euros in turnover, of which 40% directly with consumers) and Adidas (21 billion euros). euros of turnover). Barbara Martin Coppolathe new CEO of Decathlon, “dream bigfor her sign, which she considers capable of grabbing first place. “Decathlon has what it takes to become world number one, assures Barbara Martin Coppola. It has a social role, that of ensuring that everyone can have access to the benefits of sport. This mission can be ours all over the world.”

The Franco-Spanish leader takes the reins of a group in great shape. Leader in France, constantly cited among the favorite brands of the French, Decathlon generated nearly 1 billion euros in profit last year, for 13.8 billion euros in sales…

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